Creating a climate of possibility. 

The Black Tux offered attainable aspiration. The driving value of the service and our approach to product — both digital and physical — was to help people realize their confidence when it came to the days that matter most.

My goal as a creative lead was to mirror that sentiment in the design and creative process. Instead of focusing on constraints and limitations, we aimed to focus on sentiment. How can we shift the means to try and capture it?